Microsoft Corp wants to be even more famous and loved more deeply, and to that end, the company is considering establishing its own store chain, the San Jose Mercury News reports. Everyone from IBM Corp to MicroAge Inc has tried company stores and sooner or later thrown in the towel and abandoned the concept, but Microsoft does not seem to have very high ambitions for its outlets. It seems that rather than sell software and compete with its own retailers and other sales partners, the stores would be a place for Microsoft to build its brand name and expose consumers to technology. It is one thing to play Flight Simulator on a regular monitor. It is another to play on a wall monitor, the company told the paper. It could provide access to the Microsoft Internet services to make travel arrangements, buy cars and track financial markets, and the company is also looking at previews of products; access to the Internet; and use of Microsoft products – and there would be stacks of the paper version of the Slate on- line magazine. There would also be all the usual merchandise – things like Microsoft T-shirts, baseball caps, coffee mugs, tote bags are suggested, and even Bill Gates watches, would help to get the Microsoft name into the mind of the masses.